Facebook tests Cannes-winning call back format

Facebook is testing an advertising format in India that allows people to place a "missed call" to an advertiser to receive services such as music or cricket scores along with a brand message in a return call.

Facebook: testing call back advertising format

The mobile ads are being tested in beta mode with brands including Garnier. Users can call a telephone number displayed in the Facebook ad, which automatically disconnects, so they are not charged.

They then immediately receive a call back from the brand, with information like a survey, brand message or useful content. A branded message from the advertiser can also appear on the mobile phone screen.

The format has been created to mimic a habit in India, where people call a friend or family member but hang up before connecting, to send a signal but save credit or free voice minutes.

"In India, for example, there is a 'missed called' behaviour which started as a workaround for high voice costs. Facebook is testing an ad unit in India that builds on that behaviour.

"When a person sees an ad on Facebook they can click on the ad to place a 'missed call' directly from their mobile device.

"In the return call, the person receives valuable content, such as music, cricket scores, celebrity messages, alongside a brand message from the advertiser – all without using airtime or data. The early test results are positive, and we plan to scale the product in the coming months."

The feature is part of a variety of customised formats being created for local markets in developing countries. Facebook is initially focusing on Argentina, Mexico, Brazil, Turkey, South Africa, Nigeria, India and Indonesia.

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